The distinguishing feature of probability samples is that
a. they involve personal judgment somewhere in the selection of sample elements.
b. each population element has an equal chance of being included in the sample.
c. each population element has an equal chance of being included in the sample and
every combination of n population elements is a sample possibility.
d. each population element has a known chance of being included in the sample.
e. they will always be more representative of the population than nonprobability
samples.
Refer to Scenario 18.3. The most appropriate way to calculate percentages in the above
table to reflect cause and effect is by dividing
a. each of the entries by 100.
b. 45 and 55 by 100.
c. 42 and 58 by 100.
d. entries in the first row by 45 and those in the second row by 55.
e. entries in the first column by 42 and those in the second column by 58.
Pie charts are effective for depicting relative size.
a. True
b. False
A marketing research director that identifies and leads the direction in which the
individual studies and overall programs go is said to be:
a. Responsible
b. Reactive
c. Proactive
d. Influential
e. Incompetent
Branching questions are less appropriate with
a. personal interviews.
b. telephone interviews.
c. mail questionnaires.
d. mall intercepts interviews.
e. Both a and b.
Which of the following contributed most to the growth of marketing research?
a. Firms were producing too many unpopular products that no one wanted to buy.
b. Firms were experiencing stiff competition from foreign manufacturers.
c. Firms had to gauge market needs because they could no longer sell all they could
produce.
d. Advertising agencies learned they could earn more client fees by doing marketing
research.
e. Increased government regulation made marketing research a necessity.
The general purpose of exploratory research is to___________gain clearly defined.
a. Insights and ideas
b. Facts and figures
c. Buy-in and support
d. Definitive data
e. Tactical advantage
The “funnel approach” refers to
a. asking simple questions first.
b. a method of data analysis.
c. successively narrowing the focus of related questions.
d. using a funnel as a visual aid when asking sensitive questions in a personal interview.
e. successively broadening the scope of related questions.
Step two of the process of defining the problem is to clarify the problem/opportunity,
which involves helping:
a. Managers get precisely to the heart of the problem.
b. Managers perform their own diagnosis of the problem.
c. Managers prescribe a treatment to the problem.
d. Both B and C are correct.
e. None of the above are correct.
Which of the following data collection methods is best for including pictures and/or
graphics with the survey, while minimizing interviewer bias in the way questions are
asked?
a. Telephone interviewing
b. Direct mail questionnaires
c. Computer-aided interviewing
d. Online surveys
e. Mall intercepts
Which of the following statements about nominal data is TRUE?
a. Possible operations with nominal scales are few, but due to the fact that the properties
of “greater than” or
“less than” apply, the addition of numbers is permissible.
b. The median is an appropriate measure of central tendency with nominal data.
c. A nominal scale is associated with the concept of identification and categorization.
d. Computing the mean is an acceptable statistical operation when one is dealing with
nominal data.
e. All of the above are all false.
Compare and contrast the use of analysis of variance (ANOVA) versus conducting a
series of t-tests to examine differences across groups.